Marketing Plan Comparison: Apple and Samsung in Electronics

This report provides a comprehensive analysis of Apple's marketing plan, including a comparison with Samsung's marketing mix strategies. The report begins with an introduction to the role of marketing, followed by a detailed comparison of the marketing mix elements (product, price, place, and promotion) used by both companies. It then outlines Apple's marketing plan, covering situation analysis, objectives, strategies (segmentation, targeting, and positioning), tactics (marketing mix tools), budget, and control/monitoring methods. The analysis highlights Apple's focus on innovation, premium pricing, and strong brand image, while also examining how Samsung uses competitive pricing and multiple distribution channels. The report emphasizes the importance of adapting to external environmental changes, understanding consumer preferences, and leveraging technology to achieve business objectives. Finally, the report provides a comprehensive overview of the marketing strategies employed by Apple and Samsung, including their strengths, weaknesses, and competitive advantages in the electronic industry.

Part 1 The Role of Marketing
Part 2 Marketing Plan

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
PART-1 – Covered in PPT..............................................................................................................3
PART-2 (a)......................................................................................................................................3
Comparison between marketing mix used by two organisation..................................................3
PART- 2 (b).....................................................................................................................................6
Marketing plan.............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plays important roles in any organisation as it contributed in increasing overall
sales volume and profitability by adding new customers within firm. Marketing manager needs
to conduct complete market research such as existing preferences and needs of people,
technological trends and economic condition to formulate effective strategies to induce
customers to make purchased for satisfaction of their respective requirements. This report is
about Apple which is number first brand in electronic products and services across worldwide. It
has covered information related to marketing mix strategies that have been used by company and
its marketing plan for future growth.
PART-1 – Covered in PPT
PART-2 (a)
Comparison between marketing mix used by two organisation
Marketing mix is strategy that has been used by Apple to attract more and more
customers in the organisation in order to enhance sales volume and profitability of firm. Apple
have set its brand image as “innovation” in kinds of large number of customers that are residing
in different parts of country. One of the biggest competitions of Apple Company is Samsung
which have also used of marketing mix elements to retained maximum market share and
profitability (Stephen, 2016). Therefore, comparison between use of marketing mix elements by
two main organisation in electronic industry helps to know why apple have gained more
advantages over Samsung. So it can be illustrated as follows:
BASIS APPLE SAMSUNG
PRODUCTS Company have strong product
portfolio and delivered extremely
qualitative, attractive design
products and services to large
number of customers that resides
in society. For examples: Ipad,
Iphone, Iwatch, Apple TV and
cloud services are provided by
apple to its customers so that
their wants can be satisfied in
most effective manner. Apple has
It can be stated that Samsung have
also invested huge amount of capita
in research and development
departments in order to manufactured
highly qualitative products and
services. For examples: Samsung
products can be classified into
different basis such as mobile
devices, home appliances,
information technology, TV and
memory. Company is well know for

strong brand image and market
presence that contributed in
attracting maximum number of
people to choose it as compared
to others (Apple Inc.’s Marketing
Mix or 4Ps (An Analysis), 2020).
providing various services at fast
speed that resulted in growth and
expansion of business.
PRICE As stated above that Apple deal
in high superior and standard
quality products so it charged
premium prices from customers
to earn maximum profitability.
For examples: Apple charged
premium price from people is
that it have products which have
been manufactured by use of
innovative technologies.
On the other hand Samsung have
make use of two pricing strategies to
influence customers. Such as
skimming strategy have been used by
firm which state that in case it
introduce new products then it
charged high prices from customers
and as soon other competitors start
provide similar products it lower
down prices in order to retained
market share (Samsung Marketing
Mix (4Ps) Strategy). For examples:
Pricing strategy that has been used
by Samsung is competitive pricing to
retained and maintained customers
loyalty and satisfaction level.
PLACE Apple has made strict rules and
regulation regarding the
distribution of products and
services by specific individuals.
Company in order to have full
control have authorised specific
stores to sell products. For
examples: various place of
product distribution are online
and offline apple stores and
authorised retailers.
It can be stated that services dealers
are mainly responsible for
distributing Samsung products and
services to customers as company
directly sells products to them. For
examples: It has also use multiple
distribution channel to offer products
to end users. company in specific
location for provide products or
services to customers.
PROMOTION It is another element of Samsung have advertisement its

marketing mix that has been
effectively used by Apple to
drive more individual to select its
brand products for satisfaction of
their wants. Company through
print and commercial
advertisement aware customers
the way it provide unique and
differentiate products and
services to end customers. For
examples: Apple logos also act
as promoter of products or
influence large number of
customers (Casey, 2019).
Organisation by emphasis more
on building strong relationship
with customers and resolving
their problem within limited time
frame have earned more
profitability.
products and services through digital
media and newspaper to engage more
and more customers and position
strong brand in electronic industry.
For examples: Hoarding and bill
boards are also used by Samsung to
influence customers. At last
company have also sponsorship
certain events and provide discounts
to customers so that maximise
individual are interested in selecting
products of Samsung.
PHYSICAL DISTRIBUTION Apple has strong distribution
channel and stores across
different parts of country that
have contributed in delivering of
products within limited time
frame and cost. For examples:
Customers can easily select
specific products through online
website of firm.
Whereas Samsung directly sell its
products to retailers or distribution so
people can come at stores and choose
particular products as per their
respective choice and requirements
(Maslova, Bozhukand Smirnova,
2019). For examples: strong
network channel and presence of
large number of retailers have
contributed in enhancing customer’s
satisfaction level.
PEOPLE Apple have hired and retained
highly skilled, qualified and
knowledge employees that put
Samsung in order to delivered
qualitative services to customers
have provided effective training and

their best efforts for growth and
success of enterprise. Strong
brand image and support working
environment motivate maximum
individual to work for
achievements of company goals.
development program to employees.
Manager has make use of different
motivation theories such as Maslow
needs hierarchy, equality and
expectancy to motivated and inspired
individuals to work hard.
PROCESS Manager of Apple have set
specific standard of procedure
and policies that needed to be
followed by employees while
delivering services to customers.
Therefore, effective manager by
defining accurate process that
need to be abide by individuals
have meet customers expectancy
(Crofts, 2020).
It can be illustrated that Samsung
manager has also planned in advance
about steps, procedure which
necessary needed to be taken by
employees while completing their
task. For examples: Procedure of
Samsung has contributed in reducing
amount of wastage, errors and
mistakes thus helped in delivering
maximum value to customers.
Thus all these elements helps in meeting needs of customers in best possible way thereby leading
towards achievements of company goals and success in external environment.
PART- 2 (b)
Marketing plan
Marketing manager in order to plan for growth and success of enterprise have decided to
formulated a plan which includes various strategies, future action. Apple is world famous brand
in Electronic goods that have delivered extreme qualitative and better services to huge number of
people that stay in different parts of country (Chaffey and Smith, 2017). Therefore, marketing
plan of Apple is discussed below:
Apple marketing plan
Situation Analysis: There are various changes in external environment likes customers taste and
preferences, technology, economic condition and policies of government. Company needs to adapt to all
such external changes in order to grow and survive, sustain in competitive market. Most of the
individuals in UK are highly interested in new and innovative technologies or purchased of branded

electronic goods for their long term benefits. So, Apple is one such brand that delivered best qualitative
products at premium prices so that customers in future are motivated to make purchased for it rather than
other competitors (Isa, Kellyand Kiumarsi, 2020). There are several changes in policies and procedure of
government or instable policies but free trade regulation and globalisation have provided opportunity to
Apple to easily grow and expand its business in different countries. People are more concerned about
their lifestyles and standard or status so Apple brand products are symbol of high class.
Pestle analysis
Political factor: Each country has different rules and regulation that need to be abide by company in
order to grow and expand its business operation. Marketing manager of Apple incorporate all legal laws
to promote its business operation.
Economical factor: Economic condition includes interest, employment and disposable income of
customers so Apple marketing has set value of products on the basis of all such factors.
Social factor: Taste and preference of people are continuously changing so Apple is well known for
accepting change and fulfilling customer’s requirements.
Technological factor: Apple has planned to make more and more use of innovative technologies in order
to deliver better experienced to customers.
Environmental factor: Company has planned to take steps towards environment protection due to
increasing pollution and wastage of resources in environment.
Legal factor: Laws like employment, health and safety and discriminative laws are followed by Apple to
retain its market share and brand image in external environment.
Objectives
 To form collaboration with highly competitive firms in networking industries in order to
expand business in future circumstances.
 Expand and developed business in emerging market to earn more profitability and market
share.
 Improve quality of products or launch innovative product for better satisfaction of
customers needs.
 To enhance customers loyalty and satisfaction level by 12% till 2021.
Strategy: Marketing manager has set certain strategy so that company can easily grow and expand
business in highly competitive market. Segmentation, targeting and positioning is one of the best strategy
that have been used by Apple to influence several individual. Like:
Segmentation: It have classified people on basis of geographical, demographical, psychological and

income level in order to decide appropriate strategies to motivated them to make purchased of products
and services of Apple brand.
Targeted: Company have mainly targeted individual that belong to rich society, interested in high
technical and qualitative products or belong to younger generation (Guptaand et.al., 2016). Therefore, it
have planned to use social media such as facebook, instragram to generated awareness among them about
existing unique features in products which can cater their needs. Thus, it helps younger generation to
easily purchased qualitative electronic devices for their various purposes.
Positioning: Apple have strong presence in mind and hearts of millions of customers as its products
render extreme unique and beneficial services to end customers. Marketing manager through its logo of a
piece cut of apple have inspired or drive people to choose its products such as smart phone, tablets and
computers.
Tactics: Marketing manager of Apple for effective implementation of marketing strategies have decided
some of tactics or marketing mix tool to enhance overall brand image and profit margin of firm (Casey,
2019). such as:
Products: There are varieties of products and services with unique features, design and quality that
contributed company to gain competitive advantages.
Price: Main aim of firms is to delivered high quality and innovative products to customers so it does not
compete with others in terms of prices. Thus, it sells products at high or premium prices so that people
can associate it with symbol of social status and feel happy, satisfied.
Place: Company have approximately 426 stores in more than 16 countries and still it is planning to
expand its operation by collaborating or partnership with growing firm to enhance its positioning.
Promotion: Social media and mouth publicity are two best medium that have effective promoted
products and services of Apple to large number of customers that stay in society (Chaffey and Smith,
2017).
Budget
Expense Amount
Stationary cost 200
Marketing cost 800
Wages and salary 1300
Rent 1200
Research and development 1500
Total 5000
Control and monitoring: Marketing manager continuous monitor and control performance of employees

so that particular outcome can be gained from specific strategy. Information technology have helped
manager in effectively monitoring activities and performance of individual thus it can planned better and
effective method to enhance their performances for achievements of objectives.
It can be critically evaluated and analysed that effective strategies, key action in
marketing plan of Apple will helps in attracting more and more customers in the organisation.
Apple manager by effectively implementing all such steps can easily achieve competitive
advantages or enjoy high profit margin.
CONCLUSION
From the above analysis it can be concluded that it is tough to be marketer as individual
needs to conduct market survey, find better and best way to satisfied customers wants and
planned strategies to build brand image for sustainability of enterprise. Marketing plan helps in
planning in advance about the way that can be used to cope up with uncertain external situation
so that firm can earn more profit. At last it can be concluded that marketing mix elements have
contributed in effective growth and success of enterprise in electronic industry.

REFERENCES
Books and Journals
Casey, R., 2019, April. External marketing. In BSAVA Congress Proceedings 2019 (pp. 298-
299). BSAVA Library.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Crofts, C., 2020. A marketing plan for an architectural photography company (Doctoral
dissertation, California State University, Northridge).
Gupta, S and et.al., 2016. Marketing innovation: A consequence of competitiveness. Journal of
Business Research, 69(12). pp.5671-5681.
Isa, S.M., Kelly, L. and Kiumarsi, S., 2020. Brand switching through marketing mix: the role of
brand effect on smartphone users. International Journal of Process Management and
Benchmarking, 10(3). pp.419-438.
Maslova, T.D., Bozhuk, S.G. and Smirnova, D.V., 2019. Marketing changes management.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Online
Apple Inc.’s Marketing Mix or 4Ps (An Analysis), 2020, [Online]. Available
Through:<http://panmore.com/apple-inc-marketing-mix-4ps>.

Samsung Marketing Mix (4Ps) Strategy, 2020, [Online]. Available
Through:<https://www.mbaskool.com/marketing-mix/products/16860-
samsung.html#:~:text=Marketing%20Mix%20of%20Samsung%20analyses,marketing
%20investment%2C%20customer%20experience%20etc.>.